Yorkshire Tea drops social video for Proper Corrections campaign
Yorkshire Tea has released a new social video as part of its Proper Corrections campaign.
The announcement:
Following the launch of Yorkshire Tea’s Proper Corrections Campaign last month, the brand has unveiled a new social video to further amplify its message across digital platforms.
The integrated campaign, developed in partnership with Lucky Generals (Creative), Nunn Media (Media Planning & Buying) and Zeno Group (PR & Social), aims to reframe Australians’ understanding of the word “proper” – reinforcing that it doesn’t mean posh, just doing things properly through the use of Aussie sayings.
The newly released video captures a man walking past a Yorkshire Tea billboard in Waterloo, Sydney, before cheekily taking a spray can to “correct” the line “Let’s have a proper brew” to “they mean bloody good”. Shot in a stylised, guerrilla-inspired format, the clip captures amused reactions from passers-by and taps into Australia’s playful take on language and culture.
Nick Bird & Lee Smith, creative directors at Lucky Generals said: “Our bad for not spotting the misinterpretation of the word ‘proper’. Thank goodness a few busy Aussie locals have managed to show us the error of our ways.”
“The campaign is about connecting with Aussies on their terms, and this moment was designed to bring that idea to life – not through explanation, but by sparking a smile,” said Carly Murphy, Senior Brand & Activation Manager at Yorkshire Tea.
The social moment builds on the campaign’s classic OOH presence across metro areas, with large-format roadside sites carefully selected by Nunn Media to capture attention and engage everyday tea drinkers. The campaign is also supported by a radio, sampling and social program set to run throughout winter.
“We cannot wait for this campaign to reach Aussies in a culturally relevant way. Through a multi-channel approach across out-of-home, audio, social and sampling, Aussie’s are about to receive a Proper Introduction to their new favourite brew,” said Melanie Otuhouma, group director at Nunn Media.
Since its launch, the campaign has delivered strong results across social and PR, with the latest video continuing to drive conversation and engagement online.
The Proper Corrections Campaign follows Yorkshire Tea’s award-winning Proper Brewery activation in Bondi last year and marks the brand’s second major Australian campaign.
Ranked as Best Tea Bags by Canstar Blue, Yorkshire Tea’s sales are growing globally 25.3% ahead of the market — and 13.2% ahead of market in Australia — prior to launching this new campaign.
Source: Zeno Group
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